Alan Plampton, a retired accountant from Cromarty in Scotland, has been monitoring rising food prices more closely over the past year.
But he refuses to skimp. “We want to have a quality product where possible at the best value,” says the 70-year-old, who lives with his wife. “But . . . there’s no point in paying a cheaper price if it’s rubbish or it doesn’t last as long.”
For Joe and Hannah, who are 30 years younger, the impact of the UK’s cost of living crisis is more acute even though they, like Plampton, describe themselves as middle class.
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